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media & marketing t is just over 12 months since local agency Martins Design lost the prized Stockland business and shed more than 20 staff. At the time, it was reported in these pages that instead of pulling in its horns and regrouping, the agency had rebadged itself as Matins Integrated and was looking to expand overseas into Dubai and Singapore. A new press release hit my desk last week, expounding the Martins’ success with their overseas development and their work in the digital realm for several local, national and overseas clients. It prompted me to get back on the phone to TonyWilson, Martins Integrated managing director, to find out what was going on. I had a very upbeat conversation, not just with Wilson but also with Stuart Davis, digital media manager for the agency. Martins has announced the launch of a raft of new websites for various clients almost CAMPAIGN BRIEF Gary Jaffer gary.jaffer@omd.com simultaneously.“We have been working on technology that provides powerful, flexible and customisable content management solutions for websites, which allows us to create sites that are leading- edge in design and functionality,” Davis said. During the past few months, Martins Integrated has made a range of websites live for local, national and international clients. These are not limited to a particular industry, with sites created for an ASX-listed industrial company, a wine distributor, government/ defence, and construction and property developers. It seems the agency has been able to take its skills in design and pair these with technology developments to create a major drawcard for clients. This is a major shift in the sort of service provided byMartins, and Wilson said it was prompted partly by the loss of the Stockland business. “Losing a major, very major, client like Stockland had a huge effect upon our operation, and in some ways you could say we needed a survival plan – fortunately,we had several things going for us. “Thirty years of experience in design and advertising, and specific expertise in property, provided a sort of template which we knew how to manipulate, along with some ADLAND The very best work from the recent AGDA(Australian Graphic Design Association) Awards held in Adelaide last month is heading to New York for an exhibition at the American Institute of Graphic Arts headquarters on Fifth Avenue. AGDAcommittee member Adam Carpenter has been working on the project for a number of years, overcoming considerable obstacles in the process to pull off what is seen as a coup for the Australian design industry. great loyal, local clients like Home Start and Paradise Motors… these gave us some key foundation points with which to work. “In addition, we had a mindset that not just national but international business was possible, which grewout of a strategic planning session several years ago where we considered where we wanted to be in five years. One of the key projections from that was our recognition of our Adelaide-based business but with national and international clients in the future. It is now coming to fruition.” There seems to be little doubt that the strategy is working. Martins’ Dubai office is running, with local staff in place, and its foundation client there now has the team working on a project for Singapore expansion. The agency is keen to set up an office in Singapore to service this November 28 - December 4, 2008 23 CBD www.independentweekly.com.au Smaller world expands Martins I business is from outside South Australia, and this must provide motivation for more of us to consider business outside our own backyard. When you consider that technology is making it easier for us to communicate in this business without necessarily being in our client’s lap, then the possibilities are even more attractive. “With so much negative sentiment about and so many shaky about what to do, we believe that our clients’ brands and our own brand needs to be confidently supported, and we are pushing hard to continue the work already started,” Wilson said. “We have looked to three things to build our future – experience, desire and technology.” Three things I’m sure we can all learn from and take on board. ?Gary Jaffer is GM of OMD Adelaide gary.jaffer@omd.com For more information go to adtown.com.au From SA to NY The work will go on to feature as part of “G’day USA” – the New York leg of the Australia Week promotion. Carpenter said the work had been given a “Never Never” theme and “touches on the relative isolation of Australia and the dream state ‘Never Never’ has come to mean.” While the work involved in getting the exhibition off the ground for the first time has been nothing short of monumental, Carpenter hopes it will become a regular event. Fishy fashion Party in a bus stop Although the weather was average, last week’s schoolies was the biggest ever. Despite the numbers, police reported it was also the best year for driver behaviour. This was attrib- uted, in part, to a unique marketing initiative developed by Encounter Youth and promoted through Nucleus Media, which specialises in “high impact, visually dynamic productions”. The concept was a joint effort between event organisers and stakeholders, including the RAA and Motor Accident Commission, which set up a free bus service from Adelaide to Victor Harbour in an effort to encourage teens to leave their cars behind. Even though it was the first year the service was introduced, the Nucleus-produced “party in a bus stop” television commercial (TVC), combined with marketing to students who bought pre-event tickets, ensured it was full. The TVC featured a cast of students from Prince Alfred College and Annesley College; Mike and Steph, who have since called it quits atNova; and former South Aussie Big Brother housemate Nathan Strempel. It will be followed up with a post-schoolies TVC starring around 1000 school leavers. ¦ Compiled by sputnik@adtown.com.au. Sputnik manages Out of this World creative consultancy You wouldn’t usually associate fish with high fashion, but it’s a combination that design house WOW! has used to promote aquaculture company Clean Seas. Using renowned stylist and emerging artist Emma Hackand photographer Randy Larcombe, WOW! set out to demonstrate the delicacy, culinary excellence and beauty of its client’s tuna, mulloway and kingfish in a unique and engaging way. The work is targeted at the high- end consumer, gourmet restaurant chef and aspirational home chef, and is currently being promoted around the world. Eddy Stradiotto of WOW! admitted the client was initially “a little apprehensive”, given the unusual approach, but had been delighted with the results achieved so far and the overwhelmingly positive reaction. Importantly, even the notoriously meticulous Japanese market has embraced the work. In the past two years, WOW! has grown from just two people to “a team of eight beautiful people”, and Stradiotto said this latest global campaign was a prime example of the high calibre of work the business was now producing. and further potential business in that market. It really is a great story of positive endeavour. Wilson makes no bones about the fact that the business had some good fortune, along with the hard work. “We had been looking at developing digital technology before we lost the Stockland business, and more than six months of research and development had been invested in this area, so we were in a good spot to push that forward and capitalise on the work already done.” Around 80 per cent of Martins’